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What Is Inbound Marketing? How to Generate Leads Using It?

What Is Inbound Marketing? How to Generate Leads Using It?
Pavan Kumar Gundlur
May 18, 2017

The spreading of the internet helps to rise of new technologies; inbound marketing became one of the most effective ways to attract new customers. Since 2006 many companies understood that content must be connected with customers interests to become successful. More creative and helpful content will spread, by aligning useful contents based on public interest.

Marketers have to provide the customers with something they will love in order to attract them.

What Is Inbound Marketing?

Inbound marketing is the process of attracting the prospects to your business through content and interactions that are relevant and helpful but not interruptive.

Importance of Inbound Marketing

  • Inbound marketing is one of the best and most cost-effective ways to convert strangers into customers and promoters of your business.
  • One of the key factors to inbound marketing is you can view and then examine your results as they appear. If you put the correct analytics in place then you can see precisely what content is working for you and producing the best results.
  • To work well, inbound marketing have many forms like content marketing, blogs, social media, SEO and more - to create brand awareness and attract new business.
  • To work well, inbound marketing needs many tools like Blogs, SEO, Social media etc. which in one hand help the brand to be found, in the other hand help the customer to learn useful things spread by the brand.
  • It works by earning someone’s attention, rather than buying it.
  • Inbound marketing is about content and context. By providing the right content in the right place at the right time. We can see relevancy in our marketing which is helpful to your customers, without interrupting them.
  • There is no need to fight for getting the attention of potential customers through inbound marketing. The problems and needs of customers can be addressed by designing relevant content. We can attract qualified prospects and builds trust and credibility for our business by using inbound marketing.
  • Creating relevant content that brings people to your business and brand is the focus of inbound marketing. People decide whether they really need your service or product. By searching answers to their queries online, researching about your industry, knowing your competitors. So, the goal is to capture these interested prospects where they naturally are online by having content that addresses all these scenarios and phases of the buying process.
  • You naturally attract inbound traffic by combining the content you publish according to customer’s interests. With this inbound traffic you can then convert, close, and delight over time.

Inbound Marketing vs. Outbound Marketing

  • We can create more leads with inbound marketing.
  • Inbound marketing leads cost is 61% less when compared to outbound marketing.
  • Inbound marketing channels are cheaper than any outbound marketing channel.
  • Inbound marketing is meant to enhance and supplement outbound marketing but not to replace it.
  • Marketers attempt to find customers by using outbound marketing whereas inbound marketing earns the interest of customers and makes the company easy to be found.

Why You Need Inbound Marketing?

The benefits offered by inbound marketing are:

  • It creates a brand preference and impacts future purchases of people.
  • Social media shares and inbound links can be generated.
  • It can put the customers in the driver’s seat.
  • Search engines optimization efforts can be fueled.
  • Brand awareness will increase.
  • Customer engagement with your brand is enabled at their point of need, 24/7.
  • With less money, we can generate qualified leads. (in comparison with traditional marketing).

What is Inbound Marketing Content?

Inbound marketing efforts build upon themselves over a period of time when compared to traditional marketing initiatives. For example, many immediate and long-term benefits are offered by the strong piece of content. When we launch this content it brings attention to your company and continues to resource your clients as long as it stays on your site. As the content gets more identification, it can then become the main source of inbound traffic through search engine optimization (SEO), social media shares and word of mouth.

“Based on your personas and the stages of buying cycle we have to create a tailored strategic content strategy. By doing this, valuable content is provided to a specific visitor. This brings them down the buying cycle, clarify their doubts and build trust. All of these factors result in short sales period, give more qualified leads and an easier sale for your sales team.”

Types of Inbound Marketing to Make Successful Campaign

What is Inbound Marketing Campaign?

Inbound marketing campaigns are concentrated efforts that align all of your marketing channels to reach the desired marketing goal such as increased visit-to-lead conversion rate, marketing qualified leads.

Each section of inbound marketing holds independent power, so it can’t be segmented into separate categories. SEO doesn’t work If there is no content, we depend on SEO to bring visitors through organic search. Blogs don’t reach new, interested people without social media. SEO, content and social media become useless without a lead generation process takes place. We will see what is inbound marketing role in running successful campaigns.

Most successful inbound marketing campaigns contain the following elements

SEO

Search engine optimization is an important part of effective inbound marketing. By using effective keyword analysis, good site design and applying SEO strategies to bring your company to the top of search results. This ensures that your content is being seen by the right audience and brings the leads.

Blogging

Blogging is the most common form of inbound marketing and it plays a powerful role in driving traffic and nurturing leads.

Social Media

More than 67% of adults are using social media to share information. So you can’t neglect popular online social communities such as Facebook, Twitter, Google plus and Pinterest.
And there are much more: videos, live events, webinars, eBooks and newsletters. Sharing valuable content is an opportunity to practice inbound marketing.

How to Start Your Inbound Marketing

What is inbound marketing strategy? It is to create brand awareness and attract new customers by utilizing many forms of pull marketing- content marketing, blogs, SEO, social media and more.

Prepare an inbound marketing strategy and start to implement it. If you invest more in inbound marketing you will get a greater return. Creation of killer content is more about brains and commitment rather than budget.

Here is how to get started:

  • Identify your target audience and know all about them, you write the content that makes your audience read.
  • Determine your unique, convincing story. Make your audience listen to you.
  • Choose your delivery platforms. Will you blog? Tweet on Twitter? Post on Facebook?
  • Prepare and follow your content calendar.

It is important to create a schedule that will consistently produce fresh and relevant content continuously in order to engage your audience. You have to keep in mind that your topic should be focused on customer issues, not on your business.

Rather than focusing on adequate content, marketers should focus on publishing quality content that educates their audience and builds brands and authority. The right content will be shared, reach increases, increases awareness, trust increases and increase leads. You will lose followers and damage your reputation with the wrong content.

This step will guide you in knowing how effective your inbound marketing efforts are and how you have to improve them.

Make Inbound Marketing Work for You

Today’s businesses are realizing that outbound marketing efforts are not enough to produce profits. Instead, inbound marketing techniques need to be utilized in order to get more leads and promote better brand preference. To become successful in inbound marketing, businesses need to introduce a disciplined approach to content creation. Marketing automation tools have to be introduced which can help them nurture and score leads, and optimize how these leads flow through the sales pipeline.

How to Generate Leads Using Inbound Marketing?

What is Inbound Marketing Lead?

An inbound marketing lead is a person who visits a website that exchanges contact information in return for a premium content offer like an eBook, video or whitepaper.

1.Search Engine Optimization

To optimize your website for search there are two main areas: the first is on-page search engine optimization, and second is off-page search engine optimization.

Optimizing On-page SEO

On-page SEO deals with structuring the content of your web pages in a way that it would see easily by search engines and know what the page is about. The search engine looks at 5 specific areas to understand your page:

  • URL of the page.
  • Title of the page.
  • Header tags.
  • Alt tags for images.
  • Body copy.

By placing keywords in these key areas we can communicate your page’s message to search engine. Additionally, you should optimize each page of your website for only one keyword.

Developing an Off-Page SEO Strategy

Off-page SEO deals with building inbound links and landing pages. Search engines see inbound links as “votes” for your content. If you have more inbound links to your site your content becomes more valuable.

By developing a good on-page and off-page SEO strategy you can increase your search engine rank for keywords which are relevant to your business. Visitors query these keywords and find your content. This will help you to get qualified leads.

2. Business Blogging

Blogging is one of the best ways to increase content footprint, attract the strangers, and generate new leads for your business.

Pair Blog Content and Premium Content

The most common way to generate leads is to have individuals fill out a form on your website or landing page to get access to a piece of “gated” content. Closely pair blog content with premium “gated” content is the one way to consistently expose premium content offers to your audience. By doing this you can generate leads on every blog post that you write. We should have a clear idea of what is inbound marketing blog post content and how to optimize them.

Increases Visibility with Blogging

Blogging is related to search engine visibility. Each blog post written by you generates a new indexable page for the search engines to crawl. Your visibility in Google, Yahoo and Bing increases by blogging consistently. So visitors will find your blog, read it and become a prospect.

3. Social Media Promotion

Social media can be a highly effective resource to gain visibility of your company to prospects who would be a great fit for your product or service. There are multiple ways like Facebook, Google+, Linkedin, etc. to communicate your message to new prospects. The best practices to generate new leads with social media are:

Understand the Culture of the Network

It’s is very important to know the culture of the network on which you are posting in order to promote your company through social media. Once you understand the culture of the network, post content that is consistent with the culture of the network.

Diversify Your Content

Social media platforms like Facebook, Google plus are very visual networks where we can post photos and videos. So by creating content that is visually interesting because it quickly gets attention from potential prospects. So you have to create pictures, infographics, SlideShare, and videos for your company and watch the engagement level start increasing.

You Have to Build Frequency

Posting regularly on social media effectively increase your followers, fans, and subscribers. Develop a calendar and schedule of your posts on Twitter, Facebook, and Linkedin for the week. By posting consistently on each network your followers become habitual to your marketing communication. So develop a mechanism to schedule your communication frequency.

4. Auditing Your Website

Don’t assume that your website is fine; we have to improve it as the competition is increasing. If your website isn’t making an instant and emotional connection with your audience, you cannot expect it to generate leads for you.

Along with the homepage, pay special attention to service pages or free consultation landing pages that are supposed to convert. The pages grab attention and convey a compelling message at first look? Are they designed by keeping your audience in mind? Now, look at your analytics; whether these pages are converting visitors? Or visitors seeing the pages and then leaving? Which pages really need to perform but are not working well? Use analytics to remove assumption about your website and do necessary improvements.

5. Creating Content That Actually Delivers Value

Millions of blog posts being published and shared every day. Our content must be attractive and provide enough education, emotion, information or some combination that make visitors come back and consider giving you their business.

If you create your content strategically, you can consume time. Assuming by creating your buyer personas and have an understanding of their buying process. You can create targeted for each stage of their journey-awareness, consideration, and decision toward conversion. Make sure this created content is helpful to them at each stage of the decision-making process. Search optimized so that they can find you in the first place.

6. Should Be Helpful, Not Pushy

You are generating leads and do not convert them to customers. If your close rate is low, you have to consider this: are you focused on closing the deal, or helping prospect?
Prospects can smell desperation, and if they see a pushy approach they will likely turn them away- particularly if they were attracted by your helpful inbound content, to begin with. By focusing instead on being helpful, you begin to establish a relationship built on trust.

Conclusion

This article is primarily designed to help businesses and marketers better understand about inbound marketing and to generate leads using it. Inbound marketing campaigns and strategies focused on pulling relevant prospects and customers towards a business and its products or services.

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